The Influence of Information Privacy Concern and Privacy Mechanism on Users’ Intentional Behavior – An Example on LINE and Facebook

[[abstract]]本研究旨在探討LINE與Facebook使用者的使用意圖，以「理性行為理論」(Theory of Reseaoned Action; TRA)為基礎，並透過整理過去有關LINE與Facebook之特性與資訊系統成功的相關文獻，歸納出影響LINE與Facebook使用意圖之相關因素。在「理性行為理論」相關文獻中，尚未有研究同時採用LINE與Facebook來探討社群媒體使用者之使用意圖，本研究延伸理性行為理論之相關變數，以讓此理論應用在LINE與Facebook的情境上更臻完整。 本研究使用問卷調查法，利用Google所提供的網路問卷系統做為本研究發放問卷之平台，針對台灣地區有使用LINE與Facebook之學生族群使用者作為研究對象，其使用期間超過3個月以上，並且以目前仍繼續使用之使用者為主，經由三階段有效問卷篩選，共回收629份。本研究使用SmartPLS3 0軟體進行統計分析資料，結果顯示多數假說均傾向於支持本研究原先所提出。其結果顯示：(1) 社群媒體使用者的「資訊隱私顧慮」會負向顯著影響使用者的「使用態度」；(2) 社群媒體使用者的「知覺結構保證」、「知覺隱私賦權」會正向顯著影響使用者的「信任」；(3) 社群媒體使用者的「信任」會負向顯著影響使用者的「知覺風險」；(4) 社群媒體使用者的「信任」會正向顯著影響使用者的「使用態度」；(5) 社群媒體使用者的「主觀規範」、「使用態度」會正向顯著影響使用者的「使用意圖」。[[abstract]]This study aims to explore the LINE with the intended use of the Facebook users with " Theory of Reseaoned Action " (TRA) based and through the past relevant LINE and features of Facebook with the success of related literature summed up the impact of LINE and Facebook of intended use related factors " Theory of Reseaoned Action " in the literature have not yet yet research while using LINE and Facebook at the same time to discuss the intended use of social media users This study extends theory of rational behavior related variables so this theory is applied in LINE and Facebook on the situations of integrity This study used questionnaires using online survey system provided by Google as the platform of the research questionnaire Use LINE with Facebook users of students in Taiwan as the object of study During its use for more than 3 months or more and to continue using user-oriented Through the three-stage filters valid questionnaires were collected recovered 629 This study used SmartPLS3 0 software for statistical analysis of data Results show most tended to support the hypothesis of this study was originally proposed The results show: (1) user's Information Privacy Concern of social media has significantly negative impact on the user’s attitude (2) user’s perception structure ensures and perceived privacy empowered of social media would significantly positive impact on the user's trust (3) user's trust of social media would significantly negative impact on the user's perceived risk (4) user's trust of social media would significantly positive impact on the user’s attitude Finally user’s Subjective norm and attitude of social media would significantly positive impact on the user’s Usage Intentio